Groversons introduces new styles, colours, fabrics to lure New Age women

“Characterised by rising prices and quality, Indian lingerie market is now being driven by growing organised retail, urbanisation, working women, changing fashion trends and awareness about better fits,” explains Siddharth Grover, Director, Groversons. The Indian lingerie market is expected to grow at a CAGR of 18.3 per cent from 2017 to 2019 and expected to touch Rs 300 billion in 2019 with organised retail expected to grow stronger in the next five years, believes Grover.

The first lingerie company in India to get ISO9001:2008 certification, Groversons is one of the largest manufacturers of lingerie and intimate apparels in the country. “We have a production capacity of about over 25 lakh pieces a month,” Grover says. Employing over 2000 people directly and indirectly Groversons offers a wide range of products and has a strong distribution network across India. “We are present outside India in places like Dubai, Saudi Arabia, Iran, and some Middle Eastern countries,” he adds. The group has seven brands: Paris Beauty, Sparsh, Poems, Super Girl Bras, Miss T, Winta and Sunaina.

Emerging style and fabric trends in lingerie

Grover points out, young women are opting for bright colors and different styles in lingerie. “A lot of overtly feminine tones have taken over the market. Intricate detailing and decorative seams help bring out a woman’s sensuality.” Fabrics like Italian silk, satin, chiffon, French and Italian laces have become extremely popular. Customised lingerie has taken the industry by storm with brands offering customised lingerie for mastectomy patients, lumpectomy patients, breast implants, etc.

Entry of international players along with media exposure has greatly increased demand for colored lingerie. “The segment, dominated earlier by white, skin and black is now slowly shifting towards vibrant colors. There are a wide range of colors to choose from like jewel tone fuchsia, teal, chocolate, purple, etc,” states Grover. Customers are also experimenting with various types of prints and embroideries in brassieres like transfer prints, graphics, animal prints, bondage accents, primitive embroideries, Berber stripes, geometrical accents, ikats and metal accents,” he notes. “Another future potential segment is designer lingerie which enables women to experiment with their garments and offers them personalised inspiring shopping experience,” he adds.

Online retail to grow

Wider choice, secure payment gateways and flexible return policies are luring shoppers to online retail. “Lingerie e-tailers like Mylace, Zivame, Cilory, and StrapsAndStrings, have not only managed to build a strong business model in less than a year but also a few managed to rope in leading venture capitalists to invest in them,” affirms Grover. “The overall organised lingerie market in India is pegged at about Rs 5,000 crore, with online space accounting for just about 3 per cent of sales as of now. Industry watchers feel by 2020, the online market will reach Rs 600 crore,” he opines.

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